Wave — independent branding studio in Bali, working worldwide

About Wave

Wave is an independent studio of branding and experimental design based in Bali, Indonesia, working with clients worldwide since 2018. Its focus is visual identity built on an unconventional idea, with a brand strategy as the foundation. Every identity is designed as a dynamic system with motion, and inside each project Wave builds AI tools so the client's own team can keep producing on-brand content after the handoff.

Services

• Brand strategy and brand platform: market and audience analysis, brand character and values, the brand message, reasons to believe, the role model for how the brand and its customer relate, and positioning.
• Visual identity: logotype, typography, color, graphic system and imagery, always designed as a dynamic system with motion.
• AI tools for the brand: generators built inside the project, so the client's team can make layouts and content in the brand's visual style and tone of voice without outside contractors.
• Digital product design: websites, apps, interactive presentations and investor pitch decks, from narrative to design.
• Packaging: design for physical products and print; prepress is done by the printer under the studio's supervision.
• AR: augmented reality on packaging, in advertising campaigns and promo activations.
• Installations and stands: for interiors and exteriors, festivals and events.

How Wave works

1. Brand platform: the product's rational and emotional benefits, the competitive market, values and audience, and from them the brand message and positioning.
2. Visual concept: the main image the audience will associate with the brand, the least obvious idea that still fits the positioning precisely.
3. Identity system and brand media: graphic techniques, palette, photography and illustration styles, typefaces, and the set of touchpoints chosen for the specific business.
4. AI tools: generators that follow the rules of the identity, so content for any channel stays recognizable.
5. Brand book: the rules for applying each element, so new materials keep the brand consistent as the business grows.

Who Wave works with

Wave works mainly with founders and companies for whom creativity is part of the product, across fashion, beauty, wellness, culture, technology and hospitality, who are launching something new and are ready for a bold decision with sound reasoning behind it. Without a strategy stage, Wave designs identity only for investment funds and events.

Founder

Wave was founded by Natalya Greben, Founder & Creative Director, who art-directs every client project herself. She has 20 years in design, 8 of them in branding. Earlier, at other agencies and studios, she designed visual styles for advertising campaigns for Coca-Cola, IKEA, Oreo and Milka. For each project she assembles a dedicated team of designers from different disciplines.

Projects

• Quality Control System (Identity — construction supervision): Brand platform, visual identity and website for Quality Control System — a firm that provides independent quality control and technical supervision of construction in Bali, inspecting building works for investors who often can't be on-site. Wave built the identity to signal senior professionalism and to shift client trust from the founder onto the brand and its team.
• MARS — Remember (Identity — exhibition): Visual identity and exhibition design for “Remember”, a mindfulness exhibition at the MARS digital art gallery in Moscow. Wave turned the show's idea — a path of inner transformation — into a two-part logo joined by a living line and interactive light-and-shadow typography built with motion and creative coding.
• Suara — Te Fiti Stage (Stage design — festival): Concept design for a festival stage at the Suara music festival in Bali. Wave designed a goddess character rooted in island mythology, built from woven rattan and other local, fully recyclable materials, with multimedia-lighting concepts in a techno-festival vibe.
• Driven Center (Identity — event center): Brand platform, dynamic identity, merch, packaging and website for Driven Center — a corporate retreat center at the Nuanu creative city in Bali, built for top-management teams from across South-East Asia and Australia.
• O'stin — HR brand (Identity — HR brand): Employer-brand identity for O'stin, a fashion retailer's HR brand. From a ready HR strategy, Wave built a key visual and a “sunny bunny” logo — a spot of reflected light staff could place anywhere and generate themselves — turning employees into content creators for their employer brand.
• Polyana IT (Identity — community): Brand and identity for Polyana IT, an IT community in Krasnaya Polyana. Wave built a dynamic identity on the interplay of a circle (soft skills) and a square (hard skills), with a logo simple enough for any member to reproduce — helping the community grow from zero to 2,500 members and land major sponsors.
• Batam presentations: Permata Langit & AURUM (Interactive presentations — free trade zone): Two interactive web presentations for projects in Batam, Indonesia's free trade zone: Permata Langit, a lighting proposal for the 16.5-meter monument at Hang Nadim Airport addressed to BP Batam, and AURUM, an invitation for a brand partner to fund an 8-meter recycled-plastic light installation in Tana Group's AURUM 24/7 Urban Hub. Wave art-directed both: story logic, structure, layout and imagery.
• Memory Box (App design): Memory Box is a mobile application for recording fairy tales and life stories as audio and keeping them in a private cloud. This is an app-design project: Wave created the application’s visual style and developed the structure and design of its screens.
• RAY (Identity — driver apps): Brand architecture and identity for RAY (ray.app), a suite of apps for new drivers with more than 10 million users across several countries. Wave structured the sub-brands and built a mascot — Ray the cheetah, whose tail doubles as a beam of light — whose curving tail forms a different logo for each app.
• Blago — Well-being (Identity — corporate program): Brand platform and a system of animated “halo” logos for Blago (Well-being), the corporate wellbeing program run by the HR department of a major Russian industry-forming enterprise. Wave united several separate employee programs under one moving, Lottie-based identity while giving each its own animated aura and color.
• Mantera Seaview Residence (Packaging): Packaging and gift-set design for Mantera Seaview Residence — a five-star hotel and apartment complex on the Black Sea coast — whose developer gave branded home-fragrance sets to investors and media. Wave defined the set’s contents and designed its hand-crafted packaging and vessels around a luxury sea-and-mountain story.
• State ministry retail chain (Rebranding — retail): Rebranding and retail identity for a large civilian clothing retail chain owned by a state ministry. Wave built a sub-brand architecture — souvenir, everyday and premium lines — with concept-store design and a modern utilitarian aesthetic to make a loss-making chain competitive.
• Azbuka Vkusa — AR cups (AR activation): An augmented-reality New Year activation for Azbuka Vkusa, a premium Russian grocery retailer. Pointing a phone at a takeaway coffee cup surfaced a random personal New Year message and festive AR effects around it, tying the holiday to the brand.
• LiaLab (Rebranding — skincare): Full branding — brand platform, brand architecture, identity and packaging — for LiaLab, a cosmetics brand built on natural mountain ingredients that supplies premium hotels in the Krasnaya Polyana resort. Wave created a “layered mountains” system to lift the brand into the luxury segment.
• Sandalwood (Identity — skincare): A self-initiated concept brand — brand platform, identity and packaging for a cosmetics line — built on kinetic ‘molten-air’ typography. Wave used motion and layered transparent materials to create a shimmering heat-haze effect long before AI-generated type became common.
• Signal (Identity — investment fund): Identity and motion for Signal, an investment fund that wanted to look modern and recognizable. Wave built the brand on ‘signal’ as a cosmic phenomenon — a constellation of pulsing stars — with a simple pulsation device the team can apply to any headline themselves.
• Moon (Identity — nail studio): Dynamic identity, packaging, merch and interior concept for Moon, a nail salon in Kaliningrad. Wave turned nail clippings into crescent moons woven through the typography — a quiet joke that sets a familiar-looking studio apart in a crowded category.
• Lia Craft (Identity — cosmetics): Brand platform, identity and packaging for Lia Craft, LiaLab’s budget-segment sub-brand. Wave separated it from the parent with a craft, fairy-tale world drawn from the myths of Krasnaya Polyana, and a mountain-goddess mascot, Lia.
• Typomania Festival (Identity — festival): Identity for the 2021 edition of Typomania (designed in 2020), an annual typographic-design festival. Wave built the year’s pandemic theme — ‘Closer / Further’ — into typographic motion, with the spacing between letters contracting and expanding around social distance.
• VIBE (Identity — marketing studio): Vibe was an earlier identity of Wave’s own studio, from when it was a young studio for young startup founders. Built on motion, kinetic typography and bright, energetic colors, it was short-lived and dropped when the studio’s positioning changed.
• Buratino — Augment Reality (AR campaign): An augmented-reality advertising campaign for Buratino, a lemonade well known across the CIS, aimed at teenagers in Kazakhstan. Wave built AR mascots — lemon characters that leap from a tree growing out of the bottle — that teens film with the pack to create their own shareable content.
• NordDesign (Identity — social platform): Brand platform, identity, merch and motion for Nord Design, a platform initiated by a major Russian industry-forming enterprise, meant to bring architects, city administrations and business together to develop modern architecture in provincial Russian cities. Wave built it on intersecting coordinate axes.
• Tammantimebel (Retail — branded stand): An exhibition stand for Tammanti Mebel, a maker of frameless (beanbag) soft furniture. Wave built an asymmetric, rounded chipboard structure that stacks the beanbags at different levels — an eye-catching ‘anti-furniture’ form that ships flat and assembles on site.
• Laete (Identity — lingerie brand): Brand platform, identity, social media and packaging for Laete, a lingerie and homewear brand. Wave built it on a romantic-suitor idea — ‘the song of your body’ — with sound-wave graphics in soft powder pastels, joining accessibility to a sense of elegance.
• LightBeam (Packaging): Packaging for automotive lamps built on a headlight-beam metaphor. Wave gave a technical, no-name product a recognizable, premium black-and-white identity, with die-cuts and conical forms shaped like two crossing beams of light.
• iRemember (Identity — online school): Brand platform, identity and merch for I Remember, a school of spiritual practices drawn from many peoples’ traditions. Wave built a saturated, cross-cultural pattern system that scatters into elements and reassembles, joining the modern and the traditional.
• Astrum (Identity — crypto): A self-initiated concept identity for Astrum, a cryptocurrency that doesn’t exist in reality. Wave built it on diverging rays of light and a volumetric logo whose play of light and shadow drives the identity, with a concept for a future app and campaigns.
• CODE 643 (Naming & identity — retail): Naming and identity for a chain of grocery stores with cafés, owned by a state ministry, serving small and remote towns that lack everyday urban comforts. Wave contrasted a crisp, orderly visual motif with a warm, appetizing food world.
• Parade of Brass Bands (Identity — event): A self-initiated student project: dynamic identity for a city parade of brass bands. Wave depicted brass instruments with the city reflected in their mirrored surfaces, using a striking single-object-on-white device with fine typography that grows out of the instruments.

More about Wave

• About Wave: services, values, team and FAQ
• How Wave builds a brand: brand platform, visual concept, brand media, AI tools, brand book
• Portfolio: all projects
• What is dynamic identity: definition and a live example on Wave's own identity, with a layout tool
• What is a brand platform: structure and an example
• Brand platform example: Neuro-immunity: a full brand platform for an AI-based mental health practice, from assets to positioning
• Brand platform example: Northern Design: a brand platform with a category-entry strategy for an urban-studies education program
• Visual concept: an example of the visual concept stage for a clothing brand
• Branding cost calculator: prices and timelines
• Contact: WhatsApp, Telegram, Instagram

Contact: WhatsApp +62 859-2728-3404, Telegram @Natalya_Greben, Instagram @wave_studio_bali. Contact page: https://wavebali.com/contact.